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Check it Out : Wearing the Pants in a Social Media Setting

Targeted Facebook marketing pays off for upstart men's apparel merchant

June 2009 BY Melissa Campanelli
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What we have here is proof that social media and social networking really work, especially if you use traditional direct marketing techniques in tandem with them — and if you target your ads to the right people.

Bonobos apparently did everything right: It did its homework and found a specific niche of people who'd be interested in its merchandise. It then created very targeted ads to reach them.

Do you have any good stories about a real happy marriage between social media and direct marketing? Are you doing some innovative integration work with all the channels through which you sell? Let me know via mcampanelli@napco.com. We're always looking for cool things to check out here at Check it Out.


 

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COMMENTS

Most Recent Comments:
FARASHATi - Posted on July 21, 2009
This article is great! I have just started a company too and facebook has got me in touch with the niche group I am targeting. Thanks to target marketing offered by fb that allows me to choose the gender, age and even key interests!! Its been an awesome week with over 250 fans in less than 2 weeks from all over the world! check out my fan page at http://www.facebook.com/farashati#/pages/FARASHATi/107304456986

...and the cost is so nominal, its really a blessing for start ups.
Heidi Miller - Posted on July 07, 2009
Thanks for posting this, Melissa! I usually advise against Facebook ads because they do hit such a broad audience, but I've already forwarded your case study to several clients. Thanks for providing the story and metrics to show how we can use social media for targeted campaigns!
Frank Strong - Posted on June 16, 2009
What a great story! It's good to see small businesses being able to tap outlets like FB. If FB ads work so well and are cost-effective, is that all they need to get to profitability?